Be the best store manager

Chapter 16 Five Misunderstandings of Face-to-face Sales (1)
Chapter 4 Advanced Sales Skills for Store Face-to-face

A bad deal is a bad deal

In face-to-face sales in stores, many shop assistants pay more attention to those successful transactions, thinking that those unsuccessful transactions are meaningless.In fact, it is not the case. As the saying goes, there is no benevolence and righteousness in business.After all, there are only a small number of sales that can be sold on the spot. Most customers are on the sidelines and hesitant about the product. It is more opportunities, which is as important as the transaction.

Clerk: "Mr. Zhang, how do you think about it? You seem to like this one very much."

Customer: "I'm sorry, I think your kitchen utensils are too expensive."

Clerk: "Mr. Zhang, you can think about it carefully. This is the latest style, and the quality is very good. We have sold hundreds of sets. Besides, it is much cheaper than similar products in the market."

Customer: "I don't need it now, so I will look at other kitchen utensils."

Clerk: "Mr. Zhang, Chinese New Year is coming soon, and this product happens to be on sale. Don't miss this opportunity!"

Customer: "Give me time to think about it."

The clerk saw that so many selling points of his product could not attract customers, and was very disappointed, so he gave up his efforts, stopped talking, stood aside, and glared at the customer by the way, venting his dissatisfaction with the lack of a deal.

Store clerks have to figure out whether a potential customer is willing to buy.For customers who are willing to buy, we should continue to talk happily, and for those customers who have no intention of buying, we should change the topic and focus on chatting, so as to win customers the opportunity to buy next time.

Some customers who don't plan to buy sometimes say directly to the clerk: "Needless to say so much, we don't want to buy, so please don't introduce any more!" Some customers will say tactfully: "Let me see for myself. Please don't bother me before."

For the enthusiastic store clerk, the above situation is indeed a heavy blow.Still, it's not wise for a clerk to abandon a customer in despondency, as other customers might as well.Don't worry, there is still a way.

For example, "Your speech inspired me a lot. Then we won't talk about the product, but please give me a chance to ask you for advice", so as to get the opportunity to talk with yourself.In addition, you can also say: "I want you to take a look at the relevant situation of our products, what do you think?"

In this way, is it possible for the other party to take back the rejection?As long as you continue to communicate, you have the opportunity to make a deal, because the situation is constantly changing.Don't think that an unsuccessful transaction is a failed transaction. For a store, every transaction is extremely precious and must not be easily given up.

The more selling points the better
When some stores train shop assistants, they will let them know all the characteristics and all selling points of a series of products, so that they can introduce them to customers in detail during face-to-face sales.Of course, the clerk should have detailed product knowledge, but a truly excellent clerk will not recite all the selling points of the product to customers one by one during the sales process like an endorsement.They generally only provide customers with three alternative options, and indicate the pros and cons of each option, and give customers a chance to speak, instead of talking non-stop like some shop assistants.Customers should be continuously involved in sales design, and then proceed from their own actual interests to make acceptable choices.And this approved choice is usually the choice that the clerk makes for the customer in advance.

Case number one:

Clerk: "Hello, LD notebook monopoly, what do you need?"

Customer: "I want to buy a laptop."

Clerk: "Okay, no problem, we have a full range of brands here. What price do you need? Do you have any requirements for the brand? Is it mainly for office work or entertainment? Do you often carry it?"

Customer: "Not too big, the price is about seven or eight thousand, that is, typing, watching movies and so on. The brand is better."

Clerk: "Okay. According to your requirements, I think HB, AD and DL are more suitable for you. Specifically, HB is the largest domestic brand with good quality and service, but the price is too high. Some are worthless.

"As for AD, although the machine is cheap, the after-sales service cannot keep up with it. There are very limited repair points across the country, and it is difficult to repair the machine if there is a problem in the future.

"And DL is a big brand, and after-sales service is free on-site. During the warranty period, it can also replace the new machine for free, and there is also 24-hour free telephone technical support. The price is a bit higher. You must know that there is 30% of the total price of the notebook. It’s the service that adds value.”

Customer: "So, which model of DL is more cost-effective?"

Clerk: "I think model B is pretty good. It has the highest configuration at the same price. And now this machine is doing promotional activities. Buy a notebook and get a free notebook lock, camera, cleaning kit, 128 megabytes U disk and Genuine rising antivirus software, this is a good opportunity."

Customer: "When can you deliver to your door?"

Case [-]:
Customer: "What are your main weight loss products?"

Clerk: "We represent three kinds of weight loss products: one is diarrhea type, which achieves the effect of weight loss through a large amount of diarrhea, but the price is the cheapest, such as weight loss capsules, weight loss tea, etc. This kind is suitable for Those who are not afraid of side effects and who are physically strong take it. The advantage is that it is cheap, but the disadvantage is that it has side effects and is painful to take.

"There is also an appetite-suppressing type. The most common ones are weight-loss biscuits and weight-loss food. After taking it, most people feel that it is difficult to swallow a meal and have no sense of hunger. This type is basically medium-priced. The weight-loss diet you are taking now This is the type of product. But if it goes on like this, it will cause a lot of harm to the body.

"The most popular one now is a high-tech weight loss product, which is relatively safe and has no side effects. The principle of weight loss of this product is mainly to break down body fat and inhibit fat regeneration through high-tech methods. The effect is good, and it will not rebound after stopping the drug , and has no side effects. The price is not very expensive, generally ranging from 300 to 400 yuan. But we have a promotion now, the price is very cheap, less than 300 yuan. I suggest you try this new product. "

To put it bluntly, the process of introducing products is to find products that meet customer requirements, and then introduce their brands, models, configurations and prices.In the end it is up to the customer to choose.

This selection process can basically be summarized as the following two steps: the first step is to list several alternative products and their respective characteristics; the second step is to allow consumers to choose an approved option.

However, remember that only two to three models can be recommended, and three are the best.If there is less, customers have no room to choose, and they themselves have no room for maneuver; if there are too many, customers will be picky, and they will have no goals because of blind recommendations.The next conversation is very important, so that customers can really experience the excellent performance of the product itself.

The above two cases all reflect this point, that is to provide consumers with three alternative options to choose from, and explain the pros and cons of each option, so that consumers can make acceptable choices based on their own actual interests. Complete the marketing persuasion process.

The cheaper the product, the better

Price war is a necessary strategy for the competition of stores, but it is likely to cause a vicious circle.A price war at any cost may not necessarily achieve the best benefits.Don't think that the cheaper the product, the easier it is to sell.Now that people's living standards have improved, the disparity in low prices among similar products will make customers doubt the quality of the products and dilute their desire to buy.In face-to-face sales, it's the clerk's job to instill in customers the idea that value equals price and that they're getting their money's worth for every penny they spend.

A customer went to furniture store A to buy an office chair, and the clerk of A showed the customer around.

Customer: "What's the price of those two chairs?"

Clerk A: "The bigger one is 300 yuan, and the other one is 650 yuan."

Customer: "Why is this one more expensive? I think this one should be cheaper!"

Clerk A: "The cost of this purchase is almost 600 yuan, and I only earn 50 yuan for you."

The customer was originally interested in the larger chair at 300 yuan, but thought that the other one would cost 6 yuan, so he had doubts about the quality of the larger chair, so he dared not buy it.

The customer went to the B furniture store next door, saw two of the same chairs, and inquired about the price, the same big one was 0 yuan, and the other one was 6 yuan.The customer asked B's clerk curiously.

Customer: "Why does this chair cost 650 yuan?"

Clerk B: "Sir, please come here, sit on both chairs and compare."

According to what he said, the customer took a seat on both chairs, one was softer and the other was slightly harder, and both were quite comfortable to sit on.

(End of this chapter)